WhatsApp Transforms E-Commerce in Oman: What Businesses Need to Know About This AI-Driven Retail Shift
MUSCAT, JUNE 28 – An increasing number of Omani businesses are transforming popular messaging apps on customers’ phones into comprehensive online stores, as artificial intelligence (AI) revolutionizes the buying and selling experience across Oman and the broader Gulf region.
This trend is shifting e-commerce from traditional standalone apps and websites to conversational platforms, predominantly WhatsApp, where consumers can browse products, place orders, make payments, and receive invoices—all without leaving the chat. Driving much of this shift are locally developed AI platforms that recognize the advantage of leveraging tools customers use daily for digital sales.
One notable player is Wiya, an Omani AI company that has centered its offering around a WhatsApp storefront. Founder and CEO Talal al Marhoon emphasizes the simplicity of conversational commerce in Oman: customers are already active on WhatsApp.
“In Oman and the Gulf, WhatsApp is an integral part of the daily purchasing process,” Al Marhoon explained. “Customers inquire, order, and prefer to pay through it. There’s no need to force someone to download a new app or navigate a complex website when they can complete everything within a familiar platform.”
Al Marhoon highlighted a common issue faced by many small and medium-sized enterprises: inquiries scattered across WhatsApp, Instagram, and company websites, combined with slow responses and inadequate follow-up, often lead to lost sales. “Many businesses lose customers not because of poor products, but due to weak communication,” he noted, adding that buyers restricted by official working hours frequently lose out to competitors with faster response times.
Wiya’s platform addresses this by automating customer service while integrating payments and invoicing directly into the conversation. Al Marhoon shared the success story of a village shopkeeper selling water and everyday goods. Previously overwhelmed by WhatsApp orders and unable to respond promptly, the shopkeeper often lost sales unknowingly. After adopting Wiya’s service, responses became instantaneous, customers could order and pay within the chat, and invoices were automatically forwarded to delivery agents. Within three days, the shopkeeper reported sales exceeding RO 760 and began running targeted promotional campaigns based on his customer database.
“This demonstrates how AI can empower small business owners to grow without the need for large teams or complex technology,” Al Marhoon said.
Wiya recently secured a strategic investment from Omantel Ventures, a joint fund between Omantel and Future Fund Oman, affiliated with the Oman Investment Authority. Al Marhoon described this support as a strong endorsement from leading national institutions.
Language has been a notable challenge for conversational commerce in the region. According to Al Marhoon, AI’s capability to understand Omani and Gulf dialects has “advanced significantly,” especially when models are trained and customized for distinct businesses. However, local vocabulary tied to cultural context remains a hurdle. Wiya’s approach involves tailoring its system to each organization and sector rather than relying solely on general AI models.
With over 15 years of experience in marketing, e-commerce, and technology, Al Marhoon developed this tool to help both public and private institutions improve their efficiency, effectiveness, and productivity.
Customer data privacy is a top priority. “Data is highly secured with strict access controls. We offer solutions that enable institutions to keep their customer data within their own systems. The future of AI depends not only on the strength of the models but also on trust,” Al Marhoon emphasized.
تحلیل ویژه از عمانت | بازار عمان را کشف کنید
The rise of AI-powered conversational commerce via WhatsApp in Oman represents a transformative opportunity for small and mid-sized businesses to streamline sales and customer service without heavy technology investments. This shift lowers barriers to digital adoption, enhances customer engagement, and accelerates revenue growth, especially for local firms that capitalize on culturally tailored AI solutions. Smart investors should now focus on AI-driven platforms integrating payment and communication, while entrepreneurs must prioritize personalized, seamless customer interactions to stay competitive.
